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Samsung: the evolution of Back To School campaigns

The electronics giant decided to launch ‘Back to More of What You Love’ to extend the season

Back To School (BTS) is one of the most significant seasonal moments for families across the Gulf.

However, in the last few years, we’ve noticed that back-to-school shopping isn’t restricted to shopping for school supplies anymore – it has now evolved into a significant shopping event that goes beyond school essentials and brings people together.

Our ‘Back to More of What You Love’ campaign caters to this trend by offering a wide array of innovative devices across categories that enable consumers to furbish, upgrade and make their homes and lives smarter.

The campaign adds value by providing consumers with the opportunity to save big and win even bigger rewards for the entire family through our ongoing weekly raffle draws, where they can win some of Samsung’s most unique products, such as the Galaxy TabS9 Ultra, Odessey OLED G9 monitor and the Frame TV.

Consumers also stand a chance to grab the mega prize of an ultimate home upgrade with the latest Samsung innovations that range from smartphones, TVs, refrigerators and more.

The Samsung campaign has been overwhelmingly positive. It has piqued consumers’ curiosity, as seen by increased public participation. As we move into the last leg of our campaign, we are excited to see how all this culminates and who wins the ultimate Samsung home makeover.

Have you seen other brands extend their BTS campaigns, and did this inspire you?

Yes, during this time of the year, many brands roll out their Back-to-School campaigns; however, we at Samsung have taken a distinct approach this year.

We believe that technology should help enhance consumer lives in multiple ways. Our commitment lies in consistently providing innovations that enrich daily experiences, making lives of consumers more efficient, enjoyable, and productive.

Our primary focus with the launch of our “Back to More of What You Love” campaign still revolves around understanding and meeting the specific needs of our consumers.

We are proud to have collaborated with Cheil, our creative agency, who helped us visualise and create an engaging campaign.

By Shafi Alam, Head of Direct-to-Consumer Business & Corporate Marketing at Samsung Gulf Electronics

 Creative agency:  Cheil